Summer of 2021, I got an opportunity to be a Design Intern under the Marketing Team in LightForm. It is an insightful and exciting experience to be exposed to the lighting aspect of interior design being able to work with kind and passionate professionals that values creativity.
Lightform is a specialized lighting retail company that curates the most innovative design collection for the North American market. It is one of Canada’s most trusted luminaire company that is partnered with over 90 high-end lighting brands (including international and exclusive local brands). Visit their website to explore and learn more about LightForm.
INTERNSHIP ARTIFACTS
Summer Window Display
One of the first task that was given to me was setting up a summer window display in Dwell Modern x LightForm Calgary showroom. The lights that are featured for this are Linea Seletti suspension/floor/wall lights which are lightweight and neon LED light sticks. The concept is suspending them in a clever and interesting way to create almost like a "cloud of light" in the main window.
Along these lights, Ligne Roset's current number seller Pukka chair is also featured in this window setting.
The picture on the left is the concept I initially proposed that was approved by the lighting account executive, Craig. It is the idea of directly mimicking the rainbow in a refined and simple manner by stacking different colours with each other while staggering horizontally. As for the furniture setting, we plan keep it simple by partnering the Pukka chair and ottoman with a simple black coffee table and an existing accessory cart.
After directing the electrician on the first try, it did not came out as expected and as appealing as planned. So after a few days our colleague, Adam, had an idea to go completely unrefined and all over place by suspending them in random angles until they blend in together and fill any void areas. As a result, we ended up using 12 lights for suspension and 3 as statement floor lamps.
First Installation Attempt
Final Installation
Similar Lights
The very first task that was assigned to me is the "Similar Lights" section on an item page. The objective is finding 5-15 similar lights for every item that we sell on our website as alternative suggestions to a certain item the users are looking for. The rationale behind similar lighting choices varies primarily by the product’s shape, material, finish, size, and style. The image below is an example of a completed similar lights section.
Moreover, the lights suggested must be within the same lighting category. For example, only wall lights for sconces, suspension lamps for pendants/ chandeliers, architectural lights for recessed lights, etc. Another careful consideration that we have to keep in mind is the price range in order to show users affordability options within the product’s similar lights section. My suggestions are then listed by Brand on a google sheet that is to be approved by our colleague, Amy, or my boss, Cheryl.
The "Similar Lights" section is found VIA "Family & Similar" button along with specification, downloads, notes, videos, etc.
This task allow me to familiarize with almost every product there is in every Brand which would be extremely helpful when finding specific lights for a project.
Display Hierarchy of Items
Another task I was able to learn is the value of Display Hierarchy of Items on the website’s Brand List pages. Through the company’s NetSuite program, I learned how to re-arrange the items depending on their popularity, affordability, style. We are aiming to have the best selling items, modern/ contemporary lights, and mostly suspension lamps in the first few rows so that the users could get a good first impression from the certain brand they are browsing from. It is important to have a combination of different light types for every row so that it fairly balance out brand’s style collections. The image below is an example of a completed and well laid-out Brand List page.
​
These pages are found via the “VIEW ALL” button on each brand page.
​
With this task, an eye for good design and thought-out layout is a must. This where LightForm's personalized curation comes into play to ensure that reel more website visitors to then become potential clients.
Helping out in the Showroom
Another fun and light task is helping my colleagues at the Calgary showroom with re-decoration/ re-location of furnitures and assembling showroom display light fixtures. This gave me an inner insight on the importance of room setting arrangements that supports the intended feel and layout of the showroom. For example, LightForm’s main objective is ‘transparency’. The Calgary showroom reflects this objective by having an open-concept layout, allocation of lights by brand/ function for easier informational sale categorization, allocation of best-selling items on the entrance as easy conversation piece, etc.
Having the experience to secondhand connect and learn from other professionals within the lighting and furniture industry is amazing. Observing how they initiate sales talks, organize sit-down meetings with clients, re-organizing the showroom floor layout depending on their target sales for the month, etc. gives me a general idea on how they strategically gain sales and commissions. This is important for me so I could used those tricks and techniques imparted during the internship and apply it when selling my own designs in the near future.
​
